Workshop Wrap-Up | Consumer communication
On 18 June, from 09:00 to 12:00, CodeZERO hosted an online workshop to discuss guidelines for retailers and carriers on how to communicate sustainable delivery choices to consumers.
Highlights from the Workshop
The event began with a presentation of key project findings that form the foundation of the communication guidelines:
Kathleen Cauwelier (VUB) shared insights from CodeZERO’s large-scale survey. The results confirmed that sustainability influences consumer choices, but its importance varies by consumer segment. Preferences are driven by individual priorities, indicating that communication strategies need to be tailored to different consumer types.
Ross Phillips and Delphine Pernot (TØI) introduced a model illustrating how communication shapes consumers’ delivery choices. Based on interviews with online consumers from Belgium, Italy, the Netherlands, and Norway, the model identifies three key communication routes:
- Influencing consumer attitudes and intentions
- Influencing habitual choices through nudging
- Making clear differences between delivery options
Based on this model, a draft set of 20 guidelines was presented, organized into four clusters:
- Communicate clearly and credibly
- Shape choice environments
- Use messages that matter
- Align and support sustainability messaging
The draft guidelines were discussed in breakout sessions with participants from project retailers and carriers, as well as European representatives from retailers, carriers and consumers associations.
Challenges Identified
- Data limitations: Companies may not always have the necessary data to substantiate sustainability claims.
- Risk of miscommunication: Last-minute operational changes (e.g., a switch in vehicle type due to local conditions) may lead to unintended greenwashing perceptions and erode consumer trust.
- Need to prioritize guidelines: Participants highlighted the need to prioritize what is critical and easily actionable among the different guidelines.
- Integration of returns: More guidance is needed on addressing returns within the sustainability messaging.
Opportunities Highlighted
- Value of guidelines: The communication guidelines are seen as important and useful tools for retailers and carriers.
- Incentives and gamification: Introducing rewards or gamified elements could enhance consumer engagement with sustainable choices.
- Helping consumers reflect at checkout: Encouraging consumers to pause and reflect at checkout can promote more conscious delivery choices.
- Practical examples: Providing visuals, concrete examples, and clear dos and don’ts will help companies implement the guidelines effectively.
Stay tuned! The first official version of the CodeZERO communication guidelines will be published in September 2025.
